Research and Strategy for Branding and Development

Research and strategy is the initial stage to consider when developing a brand. It’s like doing a health check to make sure company branding is moving in the right direction….

Research and strategy is the initial stage to consider when developing a brand. It’s like doing a health check to make sure company branding is moving in the right direction. It can be thought of like a SWOT analysis in marketing. What are the strengths, weakness, opportunities and threats of your overall branding. Does it suit your customers? Is it up to date and in keeping with the current business environment? It needs to be done whether building a new company brand from scratch, or trying to improve a well established business. For example, Shell’s logo has had ten revisions since 1900.

Of course, the first stage of research and strategy is the research! It’s important to analyse the landscape, and consumer perception and experience. There are a range of ways to go about this research, and a simple starting place is a survey handed out to consumers, this can usually be done online. To get more in depth answers, focus groups or workshops can be used. Make sure to include employees in your research, especially those that are customer facing. Suggested topics for questions are:

Brand awareness – Are the general public aware of your brand?

Brand perception – What do people think of your brand?

Brand associations – What do people associate your brand with? For example, luxury or cheap?

Satisfaction – Are consumers satisfied with your brand overall?

Shopping experience – Did people have a good experience whilst using your site, shop or service?

Next up for the research and strategy stage (you guessed it) is strategy. Now all the research is complete and the data is collected, you need to use it to create a long term plan in order to develop a successful brand or make calculated changes to your current brand. Use the results to refine your business goals to keep on track and bear them in mind when considering all branding aspects. It’s crucial to always keep the long term plan in mind, and not fall into the trap of creating short term changes to get immediate effects, as this could be damaging later on.

Monster know all about conducting the research and strategy building stage, so get in touch with us if you need advice.

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